German writer Johann Wolfgang von Goethe once said, "Personality is everything in art and poetry." However, had ecommerce existed during the eighteenth century, we believe this quote would have read: "Personality is everything in art, poetry and ecommerce."

(Don't look at us like that, Goethe...you know you agree.)

When it comes to ecommerce marketing, tone of voice is crucial; it’s a way of communicating your brand’s personality to the rest of the world.

There are thousands and thousands of brilliant ecommerce brands out there, but only a few have truly mastered the art of tone of voice.

From website copy to social media captions, we’ve looked at some of the best brands using the written word to convey a sense of character.

Like people, each brand has a different personality. However, they all share one important thing: the ability to connect with consumers on a personal level and in a consistent way.

We never thought we’d refer to a tights manufacturer as “interesting”, but then we never thought we’d discover a brand like Heist.

The brand was established in an old Spitfire factory in London with the goal to “reimagine tights”. Today the tights are designed in London but hand sewn in their factories in northern Italy.

However, as well as manufacturing awesome tights, Heist Studios has also made it its mission to “celebrate strength and femininity”. The brand collaborates with inspiring female artists to look at new, innovative ways of presenting the female form.

Personality: strong and feisty.

How tone of voice is created:

Website copy: written in first person narrative that speaks directly to the reader (using pronoun “you”) and using short sentences but detailed descriptions.

Friendly and welcoming welcome newsletter that makes you feel part of the gang. Signs off with "Love".

Consistent with social campaigns; e.g. #HeistCelebrates, which celebrates different woman across the globe - past and present.

What we can learn: Your brand’s personality doesn’t have to be defined purely by what it sells. Move beyond the mould and think about what your brand stands for.

Established in 2006, this website is one of the UK’s “most exciting and fastest-growing ecommerce businesses”.

Personality: quaint, enthusiastic and thoughtful.

How tone of voice is created:

Down-to-earth "Our Story" section that highlights the brand’s humble beginnings and future goals. (For example, "In the beginning, you could make tea for our entire staff from one kettle. Not any more...")

Blog that shows a real passion for product and design. By using phrases such as "oh-so lovely" in the content, the brand takes on a friendly tone that makes readers want to read on.

Social media posts published with funny anecdotes from designers/customers.

What we can learn: Talk to your online browsers and subscribers as if they were an old friend.

Who are you? (Who who, who who)

So, it doesn't matter whether you're outgoing and audacious or a deep-thinking intellectual, the important thing is your brand has a personality of its own that people will recognise, remember and respond to.